Aeroméxico: Improving the Booking Experience with Data-First Personalization
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As the flag carrier airline of Mexico, Aeroméxico is constantly working to see how they can improve their customer experience. For the airliner it began with ensuring the wealth of data they had on customers was available and actionable for use in Optimizely. Aeroméxico used their already strong A/B testing practice to jumpstart detailed and customer-focused personalization efforts through the booking process. They hypothesized that if they personalized the booking flow process based on prior customer behavior, they would streamline the process and enable customers to purchase flights more efficiently. In this webinar, Aeroméxico's Angie Romero and Optimizely's Alek Toumert will discuss how Aeroméxico went about organizing their data to enable testing and personalization together by leveraging this data, ultimately focusing on building better customer experiences. Join this webinar to learn: - How to think about structuring your data for personalization - How to create hypotheses about personalization campaigns from existing a/b tests - How personalizing customer experience along your primary journeys enables higher lift
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Aeroméxico: Improving the Booking Experience with Data-First Personalization
- 1. 1 Improving the Booking Experience with Data-First Personalization Angie Romero & Alek Toumert How AeroMexico Utilized Data to Jumpstart Personalization
- 2. 2 Alek Toumert Lead Strategy Consultant Optimizely Angie Romero Optimization Manager Aeromexico
- 3. 3 Housekeeping ● We are recording this webinar ● You’ll receive the recording and slides ● We’ll answer all questions at the end
- 4. 4 Agenda ● Introduction ● Optimizely’s Strategy ● AeroMexico’s Journey ● Q&A
- 5. 5 Digital Experience Optimization: Digital Products, commerce & campaigns Up to 5X Increase in Yield: Revenue, share of wallet, funnel conversion, risk mitigation, ops efficiency Partner of Choice: Work with leading global enterprises & “digital disruptors” including 26 of F100 OUR COMPANY Digital Experimentation Platform: Next gen “Test and Learn” system Replaces Digital Guesswork: with evidence-based optimization Speeds Innovation & Optimization: Single platform for marketing & product teams Best-in-class stats & machine learning Consumer-grade usability Enterprise program management & prof. services OUR SOLUTION
- 6. 6 “Our success is a function of how many experiments we do per year, per month, per week, per day.” “Instead of saying ‘I have an idea,’ what if you said ‘I have a new hypothesis, let’s go test it.’ “Our company culture encourages experimentation and free flow of ideas.” “One of the things I’m most proud of, and I think what is the key to our success, is this testing framework we’ve built.” Experimentation is the Next Great Business Transformation Jeff Bezos Larry Page Mark Zuckerberg Satya Nadella The Surprising Power of Online Experiments
- 7. 7 of US online adults have chosen, recommended, or paid more for a brand that has personalized an experience or service Gartner, “Vendor Landscape: Personalization Solution Providers, Q3 2017” “In the online world, businesses have the opportunity to develop very deep relationships with customers...so that you can use that individualized knowledge of the customer to accelerate their discovery process.” Jeff Bezos “Accurately predicting the movies Netflix members will love is a key component of our service” Neil Hunt, Chief Product Officer 78% Customers expect more personalized experiences
- 8. 8 We’re Proud to Work With Great Global Enterprises 21 of the Fortune 100 have Chosen Optimizely to Drive Their Digital Experience
- 10. 8seconds Source: Microsoft Research, Spring 2015
- 11. 11 An experiment is the process of performing a scientific procedure to determine something. The Oxford Dictionary
- 13. 13 First we need to determine if personalization solves the customer problem we’ve identified.
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- 17. 17 Audiences Areas KPIs Goal Levers Experiments What problem are we trying to solve? How will we know if we’ve solved it? Where is the problem? Who does it impact and how? What solutions could exist? Which is the best solution?
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- 20. 20 Time Spent Listening to Music
- 21. 21 Time Spent Listening to Music Bring users back more often Increase time spent per visit Output Metric Input Metrics
- 22. 22 Time Spent Listening to Music Bring users back more often Increase time spent per visit Output Metric Input Metrics New Artist Notification Recommend ations Create Playlists Discover Weekly Views Input Metrics
- 25. 25 Audience First Defined audience(s) View problem(s) just for that audience Assess size of audience problem / opportunity Audience Analysis Defined OR exploratory audience(s) Validate problem exists through segmentation Assess size of audience problem / opportunity Evaluate the initial problem statements - is this really an everyone problem?
- 26. 2626 Assess who is contributing most to your customer problems.
- 27. 27 Categorize Audiences at Top Line
- 28. 28 Connect Concept to Signal
- 31. 31 Refine Expand Example Expansion of Criteria: ● 1 page view in 7 days ● 3 page views in 14 days Example Refinement of Criteria: ● 5 page views in 7 days ● 3 page views in 3 days Example: Set up “resized” audiences for ongoing development Behavioral category affinity: 3 page views in 7 days
- 32. 3232 Determine where these problems are happening most for your important audiences.
- 34. 34 Create a Messaging Matrix
- 35. 3535 Look for opportunities to test and iterate within a campaign.
- 36. 36 If we provide a personalized homepage carousel based on category affinity, then we will improve PDP views and in turn purchases. Soccer Basketball Hockey Golf Original Affinity Hero Original Affinity Hero Original Affinity HeroOriginal Affinity Hero
- 37. 37 If we provide a personalized homepage carousel based on category affinity, then we will improve PDP views and in turn purchases. Soccer Basketball Hockey Golf
- 38. 38 Soccer Hockey Carousel Single Image Two Images Video Carousel Single Image Two Images Video
- 39. 3939 How might we start tomorrow with these concepts?
- 40. 40 Audience Loyalty Metric Upgrade Metric Ancillary Metric Upsell Page Checkout Page 1 Purchase 56,781 12,313 23,756 67,901 90,809 2+ Purchases 89,101 25,609 22,189 71,091 43,101 Important Cities 21,311 6,777 17,890 32,709 12,651 Family Travel 54,117 4,344 4,518 18,181 44,415 Business Travel 109,288 33,187 5,005 91,994 37,693
- 41. 41 Audience Loyalty Metric Upgrade Metric Ancillary Metric Upsell Page Checkout Page 1 Purchase 56,781 12,313 23,756 67,901 90,809 2+ Purchases 89,101 25,609 22,189 71,091 43,101 Important Cities 21,311 6,777 17,890 32,709 12,651 Family Travel 54,117 4,344 4,518 18,181 44,415 Business Travel 109,288 33,187 5,005 91,994 37,693
- 42. 42 Audience Loyalty Metric Upgrade Metric Ancillary Metric Upsell Page Checkout Page 1 Purchase 56,781 12,313 23,756 67,901 90,809 2+ Purchases 89,101 25,609 22,189 71,091 43,101 Important Cities 21,311 6,777 17,890 32,709 12,651 Family Travel 54,117 4,344 4,518 18,181 44,415 Business Travel 109,288 33,187 5,005 91,994 37,693
- 43. 43 Foundations for Personalization Success Customer Problem First Define / Evolve Audiences Iterate like a TestIdentify Areas of Friction ● Personalization starts at the same point ● Check problems against audiences ● Where is the disconnect for the audience? ● Plan and design like an a/b test ● Create new solutions for your winners ● Use a/b tests to jumpstart ideas ● Start with the data that’s available ● Document and add in new data points
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- 46. 46 Increase Revenue Increase Bookings Increase Ancillaries Increase Engagement Increase Click-Throughs Increase Searches Personalization Goals Optimization Goals Company or Business Unit Goals }Personalized Content
- 47. 47 New Experience A/B Testing A/B Testing + Personalization Personalization Winner Variation Winner Variation + New Experience
- 48. 48 Gathering and Implementing our Master Object 1ST & 3RD PARTY DATA BEHAVIORAL TARGETING REAL TIME INFORMATION DEMOGRAPHIC TARGETING LOCATION BASED TARGETING DCP DATA
- 49. 49 Symmetric Messaging: Suggest flight options based on their previous search
- 50. 50 Login experiments: Show personalized info based on customer's data (previous flight, flying frequency, etc.)
- 51. 5151 The goal to make customers feel like we know them, their needs, and they are valued highly.
- 52. 52 What’s next with personalization at Aeromexico? 1. Creating brand new features that can deliver symmetric messaging. 2. Continue to iterate on personalized experiments that were a success (like login experiences) - there is always room for more improvement and testing within personalization! 3. Use extensions to generate dynamic content to help reduce amount of time to upload new content, while also allowing us to run multiple promotions at the same time. 4. New focus strategy: Encourage visitors to sign-in. When an user is logged in it is easier for us to know what customer preferences are and how to better personalize the experience for them.
- 53. 53 Both personalization and testing start with a customer problem. Personalization has solved many of our customer problems by providing more relevant information to our customers and showing them that we understand their needs! Invest the time and effort to make your customer data available for personalization. It opens up a whole new set of opportunities. Continue to iterate on your successes. Personalization is not a set-it-and-forget it strategy. There is always room to find better experiences for your important audiences. Key Takeaways
- 55. Thank You!!!